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Use when a property must be priced or an offer must be judged competitive — selecting genuinely comparable sales, adjusting for real differences, and producing a defensible value range instead of a hopeful number.
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基于 SOC 职业分类
Use when you need to assess whether a client account is healthy, at risk, or slipping — before renewal, after a rough patch, or on a regular cadence — and decide what to do about it.
Use when a client request is ready to become production work and you must brief creative or media — turning a vague ask into an objective, an audience, and constraints the team can build against.
Use when responding to an RFP or writing a new-business proposal — to decide whether to pursue it, shape the offer, and produce a document a client can say yes to.
Use when preparing the quarterly review a client account faces — to report results against the objective honestly, read what worked, and set what the next quarter buys.
Use when you need to write or change a statement of work — turning an agreed offer into a scope, deliverables, price, and terms that both protect the client and defend the agency's margin.
Use when reviewing compensation for a role, a team, or the whole population — checks where people sit against defensible bands, finds equity gaps, and produces a ranked, costed set of adjustments.
| name | comparative-market-analysis |
| description | Use when a property must be priced or an offer must be judged competitive — selecting genuinely comparable sales, adjusting for real differences, and producing a defensible value range instead of a hopeful number. |
A price is a claim you have to defend — to a buyer, a seller, and eventually an appraiser. This playbook produces a value range that survives all three.
Write down what you are actually pricing: location, size, bedrooms and baths, lot, condition, age, and the two or three features that most move value in this segment. Every later choice measures against this list.
Pull recent sales that a reasonable appraiser would accept:
Reject the tempting outlier. A comp you would not defend out loud is a comp that will hurt you at appraisal.
Adjust each comp toward the subject for the differences that carry money: living area, condition, garage, lot, view, and meaningful upgrades. Adjust the comp, not the subject. Keep adjustments modest and evidence-based — a comp needing huge adjustments was never really comparable.
Layer in current conditions: active listings (your competition), pending sales (where the market is heading), absorption rate, and days on market for the segment. A tight, fast-absorbing segment supports the top of the range; a slow one pulls toward the bottom.
When the property sells or the offer closes, record the actual against your projection. Feed the delta back so the next analysis is sharper. An analysis that never checks itself against reality drifts into fiction within a season.
